Image of Pengaruh Live Streaming Dan Price Discount Terhadap Impulse Buying Dan Positive Emotion Sebagai Variabel Intervening Di Aplikasi Shopee Pada Penduduk Kota Pekanbaru
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Pengaruh Live Streaming Dan Price Discount Terhadap Impulse Buying Dan Positive Emotion Sebagai Variabel Intervening Di Aplikasi Shopee Pada Penduduk Kota Pekanbaru

This study was conducted with the aim of understanding the influence of live streaming and price discounts on impulse buying, with positive emotion as an intervening variable, in the Shopee application among the residents of Pekanbaru city. The population in this study consists of residents of Pekanbaru who have previously made impulsive purchases during live streaming on the Shopee app. The sample criteria for this study are residents aged at least 17 years old. This study uses a non-probability sampling technique, where not all members of the population have an equal chance of being selected as part of the sample, resulting in a total sample size of 100 people from the entire population. The data analysis method used in this study is Structural Equation Modelling – Partial Least Square (SEM-PLS) with SmartPLS software version 4.0.9.2.
The results of this study indicate that there is a positive and significant influence of live streaming on impulse buying. There is a positive and significant influence of price discounts on impulse buying. There is a positive and significant influence of live streaming on positive emotion. There is a positive and significant influence of price discounts on positive emotion. There is a positive and significant influence of positive emotion on impulse buying. There is a positive and significant influence of live streaming on impulse buying mediated by positive emotion. There is a positive and significant influence of price discounts on impulse buying mediated by positive emotion.

Keywords : Live Streaming, Price Discount, Impulse Buying, Positive Emotion.

Ketersediaan
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Perpustakaan Universitas Riau 2002126062
2002126062
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2002126062
Penerbit
Pekanbaru : Universitas Riau - FEB - Manajemen.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2002126062
Tipe Isi
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Tipe Media
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Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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